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Can your brand be in two segments at once?

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07 February 2012

Can your brand be in two segments at once?

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I’m working on an interesting consulting assignment for a high-end real estate company that is struggling to figure out what the brand stands for.  This company has a strong presence at the top end of its market and the owners have split into two distinct camps.  Camp one feels that the brand’s association with the top-end is a liability for the majority of the market.  They cite numerous cases where clients have ...
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Trends for 2012

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03 January 2012

Trends for 2012

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    Amongst the chaos of managing my 2-year while on holiday in Bali, I’ve had a few chances to think about the upcoming year and what I’ll be focusing on for my consulting gigs.   Mobile My own consumption of real estate search and news is increasing occurring on my phone and iPad and 2012 will see agents continuing to develop mobile strategies.  The portals have a natural advantage in this space and...
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Brochures … the easiest sell on the schedule

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14 December 2011

Brochures … the easiest sell on the schedule

Article excerpt

These past 6 months have witnessed a significant slow down in the Melbourne property market, both in terms of stock being offered and prices being achieved.  As a marketer, I’m always interested in how the industry responds to these challenges.  Will certain clients seize the day and increase their marketing in the face of the negatively?  Will others look to cut marketing costs at the exactly the wrong time?  The ...
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